The Commission for the Promotion of Peruvian Exports and Tourism (PROMPERÚ) has a new ad campaign, ‘Peru Now’, promoting the country as a diverse and safe destination to aid tourism recovery after the pandemic and recent political unrest.
The AUD$3.2 million Peru Now (Perú Ahora) campaign shows everyday moments and views of beautiful landscapes of Peru, including Machu Picchu, Huacachina, Gocta, Lake 69 and the northern beaches.
A suite of 20–30-second videos, including five English-language videos, will reach almost 39 million people worldwide, particularly in key US and Spanish-speaking cities in Europe and South America.
The strategy reinforces a positive image of Peru to inspire tourists to discover the country through its diversity of experiences, culture, landscapes and sensations within an extensive coastline, spectacular Andean landscapes and Amazon rainforest.
A broadcast strategy, aimed at travellers aged 25-54 years, includes articles and digital content in top-tier media as well as social media that highlight Peru’s cultural legacy, nature, gastronomy and hotels.
The goal of the campaign is to build confidence in future travellers, forging a bond that will inspire them to consider Peru for their next trips and maintain brand awareness.
The 411 on Peru
Peru is a tourism-reliant country that saw 25,000 international visitors in January 2023. Tourism numbers in 2022 were just over two million – around 50 per cent less than 2019 levels.
The Peru Now campaign aims to recover the pre-pandemic visitor numbers and bolster the country’s economy for the long term.
Machu Picchu, one of the nation’s key tourism sites, along with airports and transport services in the area reopened in mid-February after closing to preserve the monument and safeguard tourists, staff and the community.
Peru declared a nationwide 30-day state of emergency in December following protests after the arrest of the country’s president after elections.
G Adventures and Intrepid Travel recently announced the recommencement of Peru trips in 2023.
For more info, head to peru.travel
